I’ve been in the marketing automation industry for a couple years now – practically making me a veteran. I can say things like, “back in 2012” with a straight face and have people actually be intrigued by my industry insight. Only in the tech world…
Throughout my career I’ve seen multiple evolutions with the rise of web marketing automation, the initial phases of UK marketing automation, and marketing automation conferences galore. These are all amazing steps for the industry and we’re still growing!
However, according to a recent study by SiriusDecisions, only 16 percent of North American B2B companies use marketing automation. Which means we have a lot of growing left to do.
Shocking, right? We hear the term thrown around so often it’s practically a cliche. If you search marketing automation there are thousands, thousands of articles preaching that you might as well close your business if you aren’t on the marketing automation bandwagon.
Here are some brand-spanking new marketing automation trends for 2017:
- Adopters see benefits they didn’t know they needed:Why use marketing automation? Most companies adopt a platform for improved lead generation, marketing productivity, and conversion rates. But, according to Technology Marketing, 37.7 percent of adopters see improved response and engagement rates, 33.8 percent see improved segment targeting, and 29.3 percent see shortened sales cycles.
- Small business is leading the buying pack: Companies with less than 500 employees are the largest group of marketing automation buyers. At this size, the marketing department is under tremendous pressure to manage multiple marketing tools, produce content, engage leads, and own channels. Marketing automation streamlines these responsibilities.
- Implementation takes time: Unless you downloaded a sketchy free marketing automation software you found in some far off corner of the Internet, the average length of time from platform purchase to implementation is six months (according to Technology Marketing). In order to be successful, take the time to test the product, get trained, and import the most import email and CRM data first.
These trends tell us that buyers are cautious as they research and implement marketing automation. They know the challenges they’re facing, but also know the ‘high-fives all around’ benefits they’re going to see.